It starts with building a relationship with that person – you ask what kind of activities he does, what does he do, is it soccer practice with the kids, or mountain hiking with the buddies, figuring out what he likes to do and what’s comfortable. Or, it could be saying, ‘Tell me three events you have coming up that you want to have a certain look for,’ and we start there. We have some clothes that do a remarkable job of being both functional and fashionable.

Having those kinds of conversations, and finding out what their needs are, for instance, do you want to wear denim to these events, or regular trousers? We’ve had a tremendous run on the five-pocket pant, which is like denim, but a khaki pant, and it’s easy to move guys from one to the other, a lot quicker than a khaki trouser, because that connotates something different. All of a sudden the wife or girlfriend is smiling because he’s not wearing jeans anymore, but is wearing khaki pants.